Why do women put on make up everyday even though they do not like the process?

I had some friends over from out of town last weekend.  One evening prior to going out one of the ladies was putting on make up, but during the entire time she was complaining about how she did not like the process of putting on make up everyday.

Why do we take the time to do the things we so clearly do not enjoying doing?

The answer is very simple, be it in our personal lives, our relationships, business, clients, the decisions we make on a daily basis.  Everything that we do is driven by two variables:

Pleasure and Pain 

Even though most women dislike the process of putting on make up (pain), feeling good (pleasure) after the fact over rides the frustration and pain of doing so.

People do not buy the best product, they buy the ones that is associated with the most pleasure and reduce pain.

The most impactful marketing is always linked to pleasure and pain. 

AT&T commercial:

Poor lady: “my son has not called me.” (pain) 

Than they show the son calling.  (pleasure)

Credit card commercial:

Father gets a heart attach. (pain)

Credit card pays for flight. (pleasure)

Always keep in mind when interacting with others, are you instilling pleasure or pain within your communication?

Fred Sarkari

| | | | | |